Client Spotlight
MEMORANDUMDATE: August TO: ALL DOCTORS FROM: Sam Reader SUBJECT: CLIENT SPOTLIGHT =============================================================== In pursuit to isolate a common denominator in achieving the I degree difference, we will on occasion feature a Client Spotlight. Client Spotlight will give me an opportunity to direct specific questions to the Doctor pertinent to that common denominator. The insight in sharing on another’s story can be empowering, inspiring and informative as we participate in the joys and woes, from the defeats and successes of the Doctor. This month we pick on Doctor #359. Doctor #359 was limping along @ $3,600 a month for a couple of years. Suddenly a close call with reality, the possibility of a second job, moonlighting, forced him into a do or die situation with his patients. Determined not to let the clinic die, he decided to change. Within 4 months the clinic experienced a 300% increase @ approximately $15,000 in monthly services. This month Doctor#359 is on for $19,000 and all this without one new patient promotion. Doctor #359 has been with us for 4 months, a fairly recent grad, a “new kid” if you will. Like any “new kid”, we have a tendency not to take them so seriously. “After all, why should we, they’re green… what do they know? Give him a couple of years in the real world, he won’t be so enthusiastically naïve.” None the less, there is still something refreshing about this level of energy as it relates to practice building: it’s raw, it’s untainted, it’s unknowing, like working with a clean slate or clay in ones hands. There is a meekness about them and I am convinced there is something to be said about a fresh, willing attitude. *** CLIENT SPOTLIGHT*** SAM: Can you isolate a concept that had the single most impact to credit this turn around? DOCTOR #359: Increasing my threshold for pain in confronting patients about my treatment plan and what’s expected of them. Money, how much it will cost to fix their problem, missed appointments and dealing with the confrontation of telling patients never miss again. I was not always confrontational, here is my story: Back in December I had my eyes opened. I was seriously thinking about getting a second job. Imagine that, I am a DOCTOR and I was going to get a part-time job of a paper route to supplement my income while my practice was growing. I had all the excuses for “not being so successful” Then it happened, one of my school buddies came out to visit for Christmas. Her practice was growing and since she opened her office 6 months ago she progressed to 130 patients a week. I about passed out, I have been practicing for 2 and ½ years in with my father who is very successful (45 years). I had finally reached 30 patients a week what was wrong with me. After talking to Sam Reader I realized what was wrong, I was wrong. I must confront every patient with exactly what I want, not what I thought they could afford. The day Sam told me what I must do, I swallowed, I sweat, I thought they (my patients) will never understand. That same afternoon a new patient came in. What was I going to do? Was I going to take the path of least resistance and not confront her or seize the moment and take control. I agonized, I paced, I wondered how could I ask this patient for 35 visits, she will never understand. Unexpectedly the patient came back early for her report of findings, I was not ready, what was I going to do? Then it hit me, IT WAS NOW OR NEVER! If I didn’t do this one I may never get enough courage to ever do one. I resolved myself, I was going to tell this patient everything I wanted and if she didn’t like it, let her go to another doctor! The funny part was when I choked out, “35 visits to fix your problem”, she said, “no problem, that sounds ok” and if I needed more than 35 visits I can have them. I couldn’t believe my ears, I had to call Sam and tell him he was right. Sam jut laughed and said, “The world will give you what you ask, nothing less!” Then it happened again and again, each time I would ask the “impossible”, each time patients say “NO PROBLEM”, and I would run in and call Sam to tell him he was right. I have resolved: 1) To push my confrontation level as high as possible. 2)Not to call Sam so much. Emotionally to cross the line and confront is one of the most difficult bridges to cross mentally, because of the fear of rejection. Once you resolve mentally that you can be rejected and handle it, than it becomes easier to ask for everything. Two scenarios become possible with higher confrontation. 1. Once you are OK with rejection it is easier to ask. 2. They will do everything you ask, If you are willing to ask. The most empowering statement I’ve ever heard: S.W.S.W.S.W.N. SOME WILL, SOME WON’T, SO WHAT, NEXT!!!! |
